Greek yogurt packaging and identity redesign
Elephant Design reimagined Epigamia's brand identity through vibrant, health-focused packaging design, delivering an approachable guilt-free snacking proposition.
Significant growth
and successful product line expansion.
Consumer and Competitor Analytics
Brand personality development
Transformed Epigamia's visual identity to establish Greek yogurt as a protein-rich, preservative-free snacking option in a category previously unfamiliar to Indian consumers.
Pioneering Healthy Indulgence
In 2016, Epigamia approached Elephant Design to elevate their Greek yogurt brand, which was introducing an entirely new product category to the Indian market. Though they had already gained initial traction with proof of concept, they needed a comprehensive design overhaul to accelerate growth. Unlike traditional yogurts marketed as sugary desserts, Epigamia aimed to create a new snacking alternative that addressed the common "chhoti bhook" (small hunger) moment without the accompanying guilt of unhealthy options.
Champion of Small Hunger
Epigamia sought to position itself as the go-to solution for mid-day hunger pangs, specifically targeting the 4 o'clock snacking occasion. The brand aspired to stand out from conventional yogurts by emphasizing its nutritional benefits with a focus on high protein content and zero preservatives. Through this positioning, Epigamia aimed to create a new category of guilt-free snacking that was both delicious and nutritious, making healthy eating accessible and appealing to mainstream consumers while building a foundation for future product innovations.A Friendly Confidence
he redesigned visual identity gave Epigamia a friendly yet confident personality, using vibrant fruit colours for easy flavour identification. Key nutritional claims were prominently displayed, distinguishing the product from traditional dessert-positioned yogurts. 
Making Health Approachable and Exciting
In addressing the "chhoti bhook" (small hunger) moment so familiar to Indian consumers, we needed to position Greek yogurt as a legitimate snack rather than merely a dessert alternative. This required creating packaging that clearly communicated nutritional benefits while maintaining strong appetite appeal.
A Focus on Health
The bold front-of-pack claims "High Protein" and "Zero Preservatives" became central design elements, providing instant differentiation from conventional yogurts. We developed a visually cheerful system that simplified consumer decision-making while making healthy eating feel approachable rather than restrictive or clinical. 
A Hero for Small Hunger
How often have we reached for a quick afternoon snack only to feel guilty about its unhealthy nature? We know the feeling all too well. So when Epigamia approached us in 2016 to rethink their brand and packaging for Greek yogurt—a category that didn’t even exist in India until recently—we were excited about the opportunity to make a real impact.
Already gaining traction in the market, with solid proof of concept, Epigamia was ready for a comprehensive design overhaul. The goal was clear: boost brand visibility, position Greek yogurt as a high-protein, healthy snack, and establish the product as a credible alternative for guilt-free snacking.
Fun Time For Kids
This was followed by packaging for a range of milk shakes in Tetra Paks and then a range of smoothies packed with protein, fruits & veggies in a squeezy pouch as the perfect lunch box fix for kids in 2023. 
An Ongoing Design Partnership
Since the initial 2016 redesign, Elephant Design has continued as Epigamia's design partner for multiple product launches, including Deepika Padukone's ghee spreads in 2019, Tetra Pak milkshakes, and protein-packed smoothie pouches for children in 2023. 
Similar Project
